The NFL has partnered with the Hanover Group since 2014, working closely with them to help grow the number of UK fans and establish American Football in the British sporting landscape by building strong relationships with key stakeholders including UK government and broadcasters.
We analysed the competitive landscape and developed insight into the target market before creating a strategy focused on a season-long conversation (rather than one-off events) and then generated ongoing interest with general sport fans with compelling content that aligned the NFL to other sport, cultural and lifestyle passions.
Developing relationships with media was necessary to engage both stakeholders and casual fans. As a result, The NFL’s UK fan base and media coverage continues to exceed year-on-year growth expectations, ensuring that matches sell-out and land year-round media coverage. Both Sky Sports and BBC continue to grow their commitment as a result of the sport’s continued success and growing consumption outside the US.
Hanover’s political experience and guidance has helped the NFL generate greater levels of engagement with national and local government and created enhanced understanding of the NFL’s business and objectives among important stakeholders.
The team helped us broaden our presence across all forms of media and build important relationships with government and other stakeholders. Their strategic thinking and creativity enabled us to greatly extend our reach.
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